The trend toward Non-GMO Project Verification is expanding dramatically, with recent signs including a doubling of product enrollment and an announcement by Whole Foods Market that they will be verifying their private label products through the Non-GMO Project.

New participants of the Non-GMO Project’s Product Verification Program (PVP) include Kettle Brand Potato Chips, Guayaki, Full of Life Products, Tofurky, Turtle Island Foods, Green Mountain Gringo, and Straus Family Creamery. New Chapter and Rainbow Light have joined the program as the first vitamin and supplement companies to enroll products, and EO Products has enrolled the first body care items. In total, ten new brands have signed on to the program, joining companies such as Eden Foods, Lundberg Family Farms, Nature’s Path, UNFI, WholeSoy & Co, R.W. Garcia, and Whole Foods Market. A complete list of enrolled products is available here.

Companies that have made a non-GMO commitment and are in the process of enrolling in the PVP include Earth Balance, Wildwood, Traditional Medicinals, and Edward & Sons Trading Company, along with many others.

At the retail level, Whole Foods Market was the first major chain to enroll products, but other private labels are also interested. Central Market/HEB, which has had a non-GMO policy for its Central Market branded products since its inception in 2004, has been in dialogue with the Project for over a year, and is close to completing the enrollment process. The Project is also working with several other grocery chains.

Companies making a verification commitment through the Non-GMO Project are on the leading edge of what promises to be a rewarding trend. In a poll conducted by Whole Foods Market last month, more than 80% of those surveyed said they would seek out non-GMO products with clear labeling and would be willing to pay more for these products. And UNFI, the United States’ leading independent distributor of natural and organic products, has plans to identify “Non-GMO Project Verified” products in their catalogues, helping the Project’s 400+ retailer endorsers find non-GMO choices for their customers.

“Years of hard work by our Board and many other stakeholders are finally paying off,” said Project Executive Director Megan Thompson. “As this critical mass of companies committed to non-GMO products comes together, it becomes possible to protect consumers’ right to an informed choice about consuming GMOs. This was the vision of the retailers who founded the Project, and it’s very exciting to see it coming to fruition.”

In light of the increased enrollment activity, an offer for a 25% discount on PVP enrollment fees has been extended through September 15th 2009. Companies interested in taking advantage of the offer should complete an enrollment inquiry, or call the Non-GMO Project directly at 888.688.